Articles
June 2, 2011 - Following the footprints by , The Economist
Environment: Carbon-footprint labels, which indicate a product’s environmental impact, are quietly spreading. Consumers may not have noticed them yet, but there is a lot going on behind the scenes Read more »
Environment: Carbon-footprint labels, which indicate a product’s environmental impact, are quietly spreading. Consumers may not have noticed them yet, but there is a lot going on behind the scenes Read more »
November 23, 2010 - 2 of 2: Elements of a Modern Demand Generation Plan... Program Translation by Adam Needles, Leftbrain
Part Two: Program Translation Developing your initial buyer-targeting context gives you the baseline you need to start to build your demand generation plan. By this point, you should have a clear idea of the following: who your target buyer is; what constitutes a lead that is qualified to go to sales; what are the conversion steps and quantitative dynamics you’ll face in your nurturing programs; and what your overall ‘reverse-funnel math’ looks like. These are all critical inputs. Read more »
Part Two: Program Translation Developing your initial buyer-targeting context gives you the baseline you need to start to build your demand generation plan. By this point, you should have a clear idea of the following: who your target buyer is; what constitutes a lead that is qualified to go to sales; what are the conversion steps and quantitative dynamics you’ll face in your nurturing programs; and what your overall ‘reverse-funnel math’ looks like. These are all critical inputs. Read more »
Blogs
Facts & Stats
Inventory management will probably be the biggest challenge facing discretionary-focused retailers for the next few years.
Source: Seeking Alpha
According to a study made this summer in CEE region by Linea Directa Communications, a direct marketing and call centre company, companies with small marketing budgets dominate in terms of study participants, budgets undering 250.000 € being reported especially in Hungary (89,4%), Russia (88,6%) and Romania (85,4%).
Source: I-Newswire.com
White Papers
Name Change: Procurement Department to Accountability Department
The ANA has a new task force to improve the image of procurement. On the face of it, that might be like trying to improve the image of the IRS. For years, agency CEOs, associations like the 4As and an endless number of agency financial people have complained that procurement“ just does not understand or have learned about the agency business”. It was a knee-jerk reaction and it’s somewhat understandable since procurements initial and primary job was to cut agency fees and reduce cost. But now we also know that CMOs need to get a dose of procurement image re-evaluation since only 49% think their own procurement departments were knowledgeable about marketing. Therefore, this “task” that the task force has been empowered to study and look at for the ANA sounds like a good idea – at least in principle. As the old saying goes, “you can’t make a silk purse out of a sow’s ear.” But you can provide new purpose and benefits that procurement can deliver to both the CMO and agencies. Read more »
The ANA has a new task force to improve the image of procurement. On the face of it, that might be like trying to improve the image of the IRS. For years, agency CEOs, associations like the 4As and an endless number of agency financial people have complained that procurement“ just does not understand or have learned about the agency business”. It was a knee-jerk reaction and it’s somewhat understandable since procurements initial and primary job was to cut agency fees and reduce cost. But now we also know that CMOs need to get a dose of procurement image re-evaluation since only 49% think their own procurement departments were knowledgeable about marketing. Therefore, this “task” that the task force has been empowered to study and look at for the ANA sounds like a good idea – at least in principle. As the old saying goes, “you can’t make a silk purse out of a sow’s ear.” But you can provide new purpose and benefits that procurement can deliver to both the CMO and agencies. Read more »
Are Agencies Paid Too Much... A Self-Administered Test
Anyone asking that question typically has a motive. Or, think they already have the answer. If you would have asked me that question when I ran Grey Worldwide or FCB, my answer would have been “NO -- how can you ask me such a thing”. But, I am sure most of the client CFO’s and Procurement Officers I worked with had a differentanswer. So, how about a test? A few questions you can answer in the comfort and privacy of your office about your current agency compensation arrangements. In the end, you can judge for yourself whether you might be paying your agencies too much, or not. Read more »
Anyone asking that question typically has a motive. Or, think they already have the answer. If you would have asked me that question when I ran Grey Worldwide or FCB, my answer would have been “NO -- how can you ask me such a thing”. But, I am sure most of the client CFO’s and Procurement Officers I worked with had a differentanswer. So, how about a test? A few questions you can answer in the comfort and privacy of your office about your current agency compensation arrangements. In the end, you can judge for yourself whether you might be paying your agencies too much, or not. Read more »
FACTS & STATS
Inventory management will probably be the biggest challenge facing discretionary-focused retailers for the next few years.
According to a study made this summer in CEE region by Linea Directa Communications, a direct marketing and call centre company, companies with small marketing budgets dominate in terms of study participants, budgets undering 250.000 € being reported especially in Hungary (89,4%), Russia (88,6%) and Romania (85,4%).
ARTICLES
Following the footprints · The Economist
2 of 2: Elements of a Modern Demand Generation Plan... Program Translation · Leftbrain